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研究生:廖璽緯
研究生(外文):Liao Hsi wei
論文名稱:餐廳消費者打卡使用態度、動機與口碑效果關係之研究
論文名稱(外文):A study on Users check-in at Restaurant: The Relationships among Attitude toward Using, Motivation and WoM effect
指導教授:楊文燦楊文燦引用關係
口試委員:吳明雲李英弘林宗賢
口試日期:2016-06-21
學位類別:碩士
校院名稱:逢甲大學
系所名稱:景觀與遊憩碩士學位學程
學門:建築及都市規劃學門
學類:景觀設計學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:99
中文關鍵詞:餐廳打卡態度動機口碑效果
相關次數:
  • 被引用被引用:8
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  • 下載下載:340
  • 收藏至我的研究室書目清單書目收藏:2
自從社群媒體與適地性服務做結合推出打卡服務後,相較於傳統廣告,景點場所的曝光度更容易達成。許多的商家都注意到這項科技服務,便更加的鼓勵消費者打卡來提高知名度。為瞭解近年來大眾風行的打卡行為的產生及使用者在從事口碑傳播時認為的口碑效果,本研究主要目的在探討使用者之使用態度、打卡動機與口碑效果之間的關係,以及不同使用者背景在使用態度、打卡動機與口碑效果上是否有所差異。研究對象為曾在餐廳打卡的使用者,實證資料乃透過滾雪球抽樣的方式進行共取得327份問卷,其中313份有效問卷,並且使用SPSS.18版套裝軟體作為分析工具,進行各項假說之驗證。
研究結果顯示,使用者之年齡、打卡頻率與使用媒體等背景資料不同,在打卡動機上有顯著差異,並且打卡頻率不同,在口碑效果上有顯著差異。經過典型相關分析得知構面之間呈現顯著正相關,包括:使用者之使用態度中的「使用評價傾向」構面與其打卡動機中的「實體感受分享」構面;使用者打卡動機中的「實體感受分享」構面與其進行口碑效果時的「利人利己」構面;使用者之使用態度中「使用評價傾向」構面與其進行口碑效果的「利人利己」構面等。
經過多元迴歸分析後發現,打卡動機顯著影響口碑效果,並且「實體感受分享」影響程度較高;使用態度與打卡動機亦顯著影響口碑效果,並且使用態度影響程度高於打卡動機。
根據研究結果,本研究亦研擬一些實務及研究建議,提供餐廳業主、平台供應商以及未來從事研究者,做規劃經營與後續研究之參考。
Since the “check-in” service was created from a combination of the social media groups and Location-Based Service (LBS in brief), it has been much easier than regular advertisements for a place to promote their public exposure. Many business owners have noticed that this technological service is helpful to their benefits and therefore they encourage consumers to “check-in” more for a better reputation. In order to understand the appearance of "check-in" service which becomes popular recently, and to figure out how users make word-of-mouth effect, the study is aimed at exploring the relationships among users attitudes toward using, motivation and WoM effect, as well as if different backgrounds of users would significantly influence their attitudes toward using, motivation and WoM effect. The objects of study were the users who have used check-in service in restaurants. 327 questionnaires were distributed by means of snow-ball sampling survey. At a rate of 95% out of returned questionnaires, 313 valid copies were obtained and then were analyzed by SPSS 18 statistical software to examine the study hypotheses.
The result first showed that there are significant differences in motivation because of various backgrounds of user respondents, such as age, using frequency and the media they use. Secondly, the word-of-mouth effect varies significantly based on different using frequencies. Third, the results from canonical correlation analysis showed that there were significantly positive correlations between the “evaluation” factor of users’ attitude toward their uses aspect and the “realistic feel sharing” factor of their motivation aspect; the “realistic feel sharing” factor of users’ motivation aspect and “altruism and egoism” factor of their WoM effect aspect; the “evaluation” factor of users’ attitude toward their uses and “altruism and egoism” factor of their WoM effect.
After the multivariate regression analysis, it is found that the “check-in” motivation would significantly and positively influence the WoM effect, among which the “realistic feel sharing” factor has a higher degree of effect. Besides, users’ attitude toward their uses together with the motivation also have effect on the WoM effect, while the former one has a higher degree than the later one.
According to the conclusion, the study also provides some suggestions on the practical management for restaurant owners’ references, and some relevant research issues as reference for those who are interested in this concern.
第一章 緒論 - 1 -
第一節 研究背景 - 1 -
第二節 研究動機 - 2 -
第三節 研究目的 - 5 -
第四節 名詞定義 - 6 -
第五節 研究流程 - 7 -
第二章 文獻探討 - 8 -
第一節 適地性打卡 - 8 -
第二節 口碑研究 - 10 -
第三節 使用態度 - 20 -
第三章 研究方法 - 22 -
第一節 研究架構 - 22 -
第二節 研究假設 - 23 -
第三節 操作型定義 - 24 -
第四節 抽樣方法 - 27 -
第五節 統計方法 - 27 -
第四章 統計分析 - 30 -
第一節 敘述性分析 - 30 -
第二節 項目分析 - 35 -
第三節 信度分析 - 38 -
第四節 因素分析 - 40 -
第五節 差異性分析 - 44 -
第六節 相關分析 - 64 -
第七節 多元迴歸分析 - 71 -
第五章 結論與建議 - 74 -
第一節 研究結論 - 74 -
第二節 研究建議 - 76 -
附錄 - 1 -
中文文獻 - 1 -
英文文獻 - 3 -
問卷 - 9 -
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